While SaaS companies are urging us to automate the customer experience, this study from PWC underscores the importance of the human connection. Really thought provoking for anyone who cares about creating great customer experiences. Which should be everyone.

From the report:  Give customers a great experience and they’ll buy more, be more loyal and share their experience with friends. Great. That’s what every company strives for. So why are so many consumers disappointed? Call it an experience disconnect: companies tout the latest technology or snappy design, but they haven’t focused on—or invested in—the aspects of customer experience that are the most meaningful. What truly makes for a good experience? Speed. Convenience. Consistency. Friendliness. And one big connector: human touch—that is, creating real connections by making technology feel more human and giving employees what they need to create better customer experiences. People are increasingly loyal to the retailers, products, brands and devices that consistently provide exceptional value with minimum friction or stress. The challenge: use new technology with purpose to make the experience feel more human—without creating frustrations for customers and while empowering employees.

Click here for the report.